Gamification & Behavioural Design
Course Objective
This course explores how game mechanics and behavioral science can influence user engagement, motivation, and decision-making. Students will learn to design reward systems, feedback loops, and habit-forming digital experiences that align with business objectives across industries.
Learning Outcomes
- Apply gamification techniques to solve engagement and motivation problems
- Use behavioral psychology to influence consumer and employee actions
- Design habit loops, nudges, and digital experiences for sustained interaction
Gamification & Behavioural Design Syllabus T30
| Session No. | Topics | Tool/Reading/Activity | Skill Focus |
|---|---|---|---|
| 1 | Introduction to Gamification | Case: Duolingo, Starbucks | Engagement Strategy Thinking |
| 2 | Psychology of Motivation | Intrinsic vs Extrinsic Lab | Behavioral Drivers |
| 3 | Behavioral Economics Basics | Kahneman/Thaler Experiments | Bias Recognition |
| 4 | Nudging for Good | Nudge Unit Case (UK/India) | Ethical Influence |
| 5 | The Hooked Model | Nir Eyal Video + Mapping | Habit Loop Design |
| 6 | Trigger Design | Push/Pull Trigger Simulation | Habit Initiation |
| 7 | Action and Investment | UX Pattern Study | Conversion Optimization |
| 8 | Reward Systems | Variable Rewards Analysis | Engagement Loop Design |
| 9 | Gamification in Education | Kahoot, Duolingo Deep Dive | Learning Experience Design |
| 10 | Gamification in Wellness | Nike Run Club, Headspace Cases | Behavioral Health Applications |
| 11 | Gamification in Marketing | Starbucks App, Loyalty Cards | Customer Retention |
| 12 | Habit Formation and Retention | Habit Tracker + Reflection | Long-Term Behavior Shaping |
| 13 | Octalysis Framework (Yu-kai Chou) | Octalysis Gamification Map | Gameful Strategy |
| 14 | Gamification in HR & Workplace | HRM Case: Internal Competitions | Employee Motivation |
| 15 | Ethics in Behavioral Design | Dark Pattern Case Discussion | Responsible Design Thinking |
| 16 | Gamification in FinTech | Cred, Zerodha Case Studies | Financial Literacy Engagement |
| 17 | Tools for Building Gamified Flows | Miro/Figma Design Challenge | UX Wireframing |
| 18 | A/B Testing in Behavioral Design | Experiment Planning Workshop | Testing for Optimization |
| 19 | Project Briefing | Team Idea Development | Multi-Sector Application |
| 20 | Final Project Presentations | Jury Evaluation + User Feedback | Strategic Influence Communication |
Textbook & Resources
- Primary Tools & Frameworks: Hooked Model, Octalysis Framework, Miro, Habit Tracker Templates, Figma
Recommended Books:
- Hooked: How to Build Habit-Forming Products – Nir Eyal
- Actionable Gamification – Yu-kai Chou